J&B had lost relevance with younger drinkers. The brand felt dated, stuck in their parents' generation, and wasn't making it onto cocktail lists. They needed to appeal to a new audience without abandoning their heritage.

What if we showed that great drinks happen when people get together?

Aligning with J&B's new global positioning, 'venture together', we created a new website that updated their brand story and copy to feel fresh and inclusive. We produced a series of short films (all shot in one continuous take) using multiple pairs of hands to mix and present J&B cocktails. The visual metaphor was simple but effective: good things happen when people get together, including great drinks. The work rolled out globally, repositioning J&B as the whiskey for a social, collaborative generation.

J&B whiskey

DIGITAL - SOCIAL